IKEA Taiwan wins double honours at Retail Asia Awards 2025

It was recognised for its marketing innovation and O2O excellence.

IKEA Taiwan has clinched two prestigious accolades at the Retail Asia Awards 2025, winning both Marketing Initiative of the Year - Taiwan and O2O Customer Experience of the Year - Taiwan.

These honours highlight the brand’s bold, creative approach in transforming traditional retail engagement into emotionally resonant, digitally integrated experiences that connect deeply with Taiwanese consumers.

Let’s Have a Date at IKEA

In 2024, IKEA Taiwan reimagined its brand storytelling with the launch of “Let’s Have a Date at IKEA”—a video series set against the backdrop of IKEA’s showrooms and restaurants.

“These video stories combine different moments of love, chemistry, romance, and quarrels that have truly happened at IKEA,” the company said.

Instead of simply promoting furniture, the campaign showcased IKEA as a place where real-life emotions unfold. By featuring real human interactions, IKEA stayed true to its core values whilst standing out from the competition.

This innovative narrative approach delivered phenomenal results: a 15 million reach, 44 million impressions (KPI index 192), and a social engagement index of 164. Offline, the campaign also drove a notable visitation index of 109.

Crucially, the campaign struck a universal emotional chord. Social media comments include “I want to go on a date at IKEA after watching this” and “The ads were shot really well.”

IKEA Slumber Party at NHS

Meanwhile, the “IKEA Slumber Party at NHS” is an immersive campaign that creatively bridged online engagement with in-store experiences around the theme of sleep.

The campaign began online with a playful invitation: fans were asked to submit their unique sleeping positions, which IKEA turned into real-time illustrations shared across social media. The buzz culminated in a first-of-its-kind in-store sleepover, transforming IKEA Neihu into five immersive sleep zones.

Guests could punch pillows at the Pillow Power Station, play whilst experiencing IKEA’s quality mattresses at the Jumping Bed Area, have pillow fights at the Pillow Battle area, wrap themselves in a duvet for a photo at the Duvet Dreamscape Zone, and take photos from overhead mirrors at a Chill Bed Rotting Area.

The Slumber Party attracted nearly 8,000 sign-ups in just six days, with over 300 visitors participating in the public event within the first hour. A select 36 guests won an overnight stay, enjoying interactive sleep-themed experiences that showcased IKEA’s Complete Sleep Campaign—including bed-making challenges and bedtime stretching routines focussed on six essential sleep factors: comfort, light, temperature, sound, air quality, and decluttering.

The campaign’s PR value reached NT$30.63M, exceeding goals by 118%, while media coverage spanned 210 exposures. Digital engagement followed suit, with IKEA Taiwan’s Instagram reel earning 67,472 organic views, outperforming its annual average.

Importantly, 100% of event participants expressed satisfaction, with over 93.7% reporting increased awareness of IKEA’s sleep solutions and nearly 96.6% indicating interest in future purchases.

Both campaigns also demonstrated remarkable scalability. With universal themes like love and sleep, IKEA Taiwan’s initiatives are not only culturally relevant at home but are also strong contenders for replication in global markets.

From inviting couples to “have a date at IKEA” to letting fans “sleep like a baby” in-store, IKEA Taiwan proves that the most memorable retail experiences are the ones that touch the heart.

The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].